The Portuguese coffee brand Sical, owned by the Nestlé Group, is celebrating its 75th anniversary this year, taking the opportunity to highlight important moments throughout its history.
“ The brand was born in 1947, at the hands of Vicente Peres, when he decided that coffee didn't taste good alone, but rather in the company of others. The expression 'to taste of (...)' is very Portuguese and, looking at its trajectory and connection to values such as Portuguese identity and tradition, it made perfect sense for us to reveal what Sical tastes like ,” says Ana Leitão, Brand Manager of Sical in the Out-of-Home channel. “ And, in fact, Sical tastes like everything: it tastes like stories, experiences, origins, moments that are only ours, it tastes like a sustainable future. All this tastes like a 75-year tradition. The brand was a pioneer on several fronts and it made perfect sense for us to mark this important date through the experiences that coffee transmits to us, the experiences and memories that Sical tastes like ,” adds Tânia Jorge, Brand Manager of Sical in the Home channel.
The brand, which is produced at Nestlé's Roasted Coffee Factory in Porto, presents the "Taste of Sical" campaign through a film created for digital channels and points of sale. The creative work and production were handled by the agency WOLT – Energy for Brands.
Route and interesting facts
In 1947, Sical was founded in Porto by Vicente Peres, a man who didn't like to drink coffee alone and was always attentive to consumer needs.
In 1956, Sical became the first Portuguese coffee brand to advertise, debuting with the concept "That special taste," which remained in the memory of the Portuguese for decades.
In 1960, Sical opened a branch in Lisbon.
In 1967, Sical won the silver medal at the New York International Advertising Festival. This was the first Portuguese campaign in the coffee sector to receive an international award.
In 1984, Sical became the first brand to introduce a valve in its packaging, allowing consumers to control the aroma, freshness, and quality of their coffee.
It was in 1987 that the Sical brand was acquired by Nestlé Portugal, and its factory became one of Nestlé's main roasted coffee factories in the European Zone.
In 2002, Sical became the first brand to communicate and segment its product range by coffee origin (Africa, America, Asia/Oceania), and in 2007, it introduced packaging with an easy-open and close system.
In 2019, Sical won the award for Best Portuguese Espresso during the first edition of the Lisbon Coffee Fest in Lisbon.
